Apple CEO John Ternus Teases September 9 Huge Launch in First Memo

Q: As Apple hits a $5 trillion valuation, what secret products is the new CEO hiding for the upcoming launch?

Apple is not “hiding” any confirmed secret products; the only solid fact from John Ternus’s memo is that Apple has a “huge launch next week.” Based on the reporting and rumor trail around the Sept. 9 “Surprise and Shine” event, the most likely unveilings are the iPhone 18 Pro, iPhone 18 Pro Max, new Apple Watch models, updated AirPods, and possibly Apple’s first foldable iPhone, widely rumored as the “iPhone Ultra.” The foldable iPhone is the biggest potential surprise. Multiple reports suggest a book-style device with a roughly 7.7-inch inner display and 5.3-inch outer display, a premium titanium build, Touch ID in the power button instead of Face ID, and a starting price above $2,000. It is also expected to run special iOS 27 multitasking features tailored for the foldable form factor. Still, Apple has not confirmed the product, name, specs, price, or shipping date. Beyond that, the strongest expectations center on the iPhone 18 Pro line, likely featuring the A20 Pro chip, a smaller Dynamic Island, camera upgrades including variable aperture, and Apple’s next in-house modem. Apple Watch Series 12 and Ultra 4 are also widely expected, with faster chips and health-tracking improvements, while AirPods 5 may arrive in two versions, including one with active noise cancellation. Ternus’s memo signals confidence and continuity, but not specifics. For now, the “secret products” remain educated guesses, with the foldable iPhone standing out as the most closely watched possibility.

3 articles · Updated · The Verge · Sep 1

September 9 is the first major test for new Apple CEO John Ternus, who told staff in his debut memo that a “huge launch next week” will be “phenomenal.”
The event is expected to center on new iPhones, including rumored iPhone 18 Pro models and a foldable iPhone Ultra, making the launch the immediate focus of Ternus’s first day.
Ternus used the note to thank Tim Cook for guiding the transition and said Cook will remain executive chairman after stepping down as CEO.
Beyond next week, Ternus pointed to “incredible products already in the works,” signaling continuity in Apple’s pipeline as leadership shifts at the top.